Narzędzia marketingu mobilnego w działalności przedsiębiorstw branży gastronomicznej na przykładzie sieci restauracji fast food w Polsce
Mobile Marketing Tools Used in Catering Industry on the Case of a Network of Fast Food Restaurant in Poland

Summary/Abstract: Today it is noticed transformation from e-commerce to m-commerce. As a result retailers have to use mobile marketing tools. In this article author analyses mobile marketing tools used by a network of fast food restaurant in Poland. The aim of the article is to familiarize with the activity of enterprises in the area of m-commerce in this market. Sources of information include literature review and mobile webs and applications research. Findings reveal that the majority of the surveyed fast food restaurant used mobile applications. There was a clear difference in the popularity of applications between Polish and global networks. This suggests the Polish fast food restaurant need to improve the action in the area of mobile marketing.

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